Bring your print materials online

I’m not much of a print guy. I can’t track how many times a person looks at a brochure, nor can I tell what pages interest a person the most. Most importantly, it’s hard to track if a lead came specifically from print collateral or not. I’m not arguing the importance of the various forms of print advertising, but in comparison with the web it can be hard to track the direct benefits a print campaign has.

But, that print material does have a rightful place online. Once it’s online, you get all the tracking benefits that come along with it. Convert that piece of print material into a PDF and link to it from your website. People love the portability of a PDF, and there are ways to track what pages of the PDF are viewed, or if the PDF is printed, etc. You can link back to specific parts of your website from within the PDF, and the best part, you can actually prompt the person viewing the PDF with a form, asking for contact information in order to follow up with the lead. So you can delete those tear-off sheets as you move online.

So if you have print materials just sitting there, get them online! Track their performance and generate some leads. And beyond those benefits, search engines are getting better at indexing PDF content, so bringing that PDF online might actually end up pulling more traffic to your website!